Please enable JavaScript.
Coggle requires JavaScript to display documents.
ATTITUDES AND PERSUASIVE COMMUNICATION - Coggle Diagram
ATTITUDES AND PERSUASIVE COMMUNICATION
attitudes: a predisposition to evaluate an object or product positively or negatively.
We form attitudes toward products and services, and these attitudes often determine whether we will purchase or not.
Functional Theory Of Attitudes
Explain how attitudes facilitate social behavior.
According to this pragmatic approach, attitudes exist because they serve some function for the person.
will be more likely to start to form an attitude in anticipation.
Different Attitude Functions
Utilitarian: The utilitarian function relates to the basic principles of reward and punishment. We develop some attitudes toward products simply because they provide pleasure or pain. Ads that stress straightforward product benefits
Value-expressive: Attitudes that perform a value-expressive function relate to the consumer’s self-concept or central values. Value-expressive attitudes also are highly relevant to the psychographic analyses, which consider how consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity.
Ego-defensive: Attitudes we form to protect ourselves either from external threats or internal feelings perform an ego-defensive function.
Knowledge: We form some attitudes because we need order, structure, or meaning. A knowledge function applies when a person is in an ambiguous situation or when he or she confronts a new product.
All Attitudes Are Not Created Equal
Identification: occurs when we form an attitude to conform to another person’s or group’s expectations.
Internalization: At a high level of involvement we call internalization, deep-seated attitudes become part of our value system. These attitudes are difficult to change because they are so important to us.
Compliance: At the lowest level of involvement, compliance, we form an attitude because it helps us to gain rewards or avoid punishment.
The Consistency Principle
Self-perception theory : provides an alternative explanation of dissonance effects
Balance theory : considers how people perceive relations among different attitude objects,
Cognitive Dissonance Theory : our motivation to reduce the negative feelings of dissonance makes us find a way for our beliefs and feelings to fit together.
Persuasion involves an active attempt to change attitudes.
medium
receiver
message
feedback
source